Help your business become 'it' with a great tagline.

​Humor me and take this quiz. What brand is associated with each of these taglines?

"The breakfast of champions"
"Don't leave home without it"
"Just do it"

Did the names Wheaties, American Express and Nike just pop into your mind, along with some thoughts about each brand's image and offerings? If so, you just experienced the value of taglines.

Here's a look at everything you need to know about taglines.

What's a tagline, actually?

Eric Swartz, founder and president of Tagline Guru, defines a tagline through his own trademarked slogan, It's your brand on the line. "Your tagline," he says, "speaks volumes about who you are, what you stand for and the reason why your customer needs you now."

Do you need a tagline?

Some names fully define what a business is and does--"Jiffy Lube" is a great example. Others require explanation, and that's where taglines come to the rescue. For example, if you'd never heard of BMW, "The Ultimate Driving Machine" tells everything you need to know.

Does your name describe the products you offer? Does it define the unique customer benefits you provide? Does it reflect your business personality and promise? If not, consider adopting a tagline.

A tagline success story

When Caroline Merriman, president and CEO of Z to A Leadership, launched her Atlanta-based consulting firm earlier this year, she settled on a strong business strategy, name and brand image. But she didn't consider her business identity complete until she attached to her logo a tagline that she says "fit our brand and defined our business and its personality," which she describes as "a focused, finely oiled machine." Her tagline: Finding the Finish Line First.

"We used sea navigation as an analogy," Merriman says. "Before leaving the dock, you need to know where you're going. Likewise, when businesses face crises or seemingly insurmountable goals, leaders need to define the finish line so they can provide an inspiring vision to follow.

"As a tagline, Finding the Finish Line First describes our philosophy on two levels," she explains. "You'll win the race if you find the finish line before anyone else, and you'll find the finish line if you define it and map out a route before you begin the journey."

10 traits of great taglines

The Z to A Leadership tagline lives up to all of these attributes:

• Memorable: People can remember and recite it.
• Short and simple: Many of the best taglines have fewer than 10 syllables.
• Definitive: Tells what you do, especially if your name doesn't make your purpose clear.
• Distinctive: Defines customer benefits that set you apart from competitors.
• Positive : Inspires good feelings.
• Original : Avoids clich?s or copycat ideas.
• Specific : Rejects platitudes or lines that sound like the work of corporate committees.
• Provocative : Makes people think, smile or learn new things about your business.
• Persuasive : Conveys the "big idea" you want people to know about your business.
• Believable : Reflects the character, promise and personality customers experience when dealing with your business.
  
  

Now that you know what a tagline is and what qualities yours must have to be successful, it's time to get going on development. Follow these steps and you'll be on your way:

Define the market niche your business fills better than any competitor, the customer benefits only your business provides, the personality of your business, and the promise you consistently make to customers.

Brainstorm lines that reflect your business personality and promise while communicating what your business is and does. For inspiration, visit AdSlogans' Advertising Slogan Hall of Fame page.

Get help from a branding or writing specialist to polish the results of your brainstorm into a great tagline that tells who you are, what you do and why the world should care. Swartz says that even if you're on a budget, a pro can help you shape taglines from "mundane to memorable; from bland to brand statements."

Verify that your tagline isn't already in use. Search online and at the U.S. Patent and Trademark Office.

Test and retest your tagline. Share it with family, colleagues and friends. See if they understand the line and if they remember it, repeat it and believe it.

Protect your tagline through the formal trademark process. Then add it to your logo and marketing materials, and use it consistently to provide a shorthand definition of what your business is and stands for.

I would never have thought to write about why building an email list is important in this era of online marketing. But after several recent conversations with clients, I was amazed by how many question why they need this critical marketing tool.

Of course, I hear excuses like:

• Email marketing is dead
• Email list building takes too long
• Email marketing costs too much
• Once I have the list, then what?

In addition, people believe that building followers and friends on social networks is enough. Unfortunately those connections can be viewed as rented, not owned, and can disappear as quickly as they came into being. And with the changes to many of the social media platforms, organic visibility has substantially decreased.

Here are five reasons why you need to build an email list now:

• Ownership of the list is yours. Subscribers opted-in, giving you permission to stay in touch. You don’t own lists of your friends or followers on social media.
• Access is direct to all of your subscribers. Email goes directly to their inbox, enabling you to share and communicate more effectively.
• Communication is targeted and proactive. You set the schedule and topics to share, reaching these interested parties at the right time with the right information.
• Email is personal. Subscribers can read your email privately and communicate back to you one to one, building trust in your brand.
• Email is a valuable asset. If you ever want to sell your business, your email list, like your client list, will increase the value of the business to you_r potential buyer.

If done correctly, email is still the most effective way to communicate online. It continues to work for many small businesses because people get your message in their inbox where it stays until they are ready to read it, unlike the social media news feeds. And since opting into your list is voluntary, there is a much better chance that your subscribers will read your material and convert into a customer.

But if these benefits aren’t enough to convince you to get started, maybe Derek Halpern can with his video “If you are not building an email list, you’re an idiot".

Now that we have convinced you that you need to build an email list, how do you go about it?

Create an offer that will appeal to your target

• Offer a useful tool or content as a gift for signing up. Decide what your audience really needs and produce it for them.
• Host a free webinar and require people register. Just make sure your webinar is educational, not full of self-promotion.
• Collaborate with a partner to promote your offer to their audience.

Some offers will work better for some industries than others which is just one more reason why you must have a plan and thoroughly understand your target client. Like every other marketing activity you plan to do, you must understand who you are trying to attract and why.

Use an email marketing service

The days of sending email from your computer directly to your list, even if you have been diligent at getting permission, is over. Using a reputable email marketing service has its benefits:

• You will get more subscribers because it means people can safely unsubscribe.
• Your email will come from a reputable service which builds trust. No one trusts email messages coming from an anonymous source.

Make your sign up form simple and visible

• Make your form easy to find. Don’t just have it on a separate page that people have to find because they won’t. The more you make people click, the less conversions that will happen.
• Give people the ability to sign up at the end of a post. If they have read that far, they are more likely to want to get more content from you.
• Include a very visible button with a specific call to action. You need to help people know what to do when they land on your page.
• Don’t ask for what you don’t need. Less is more in email list building tactics so keep it simple with email and first name so you can personalize your email and nurture a relationship.
• Add your sign up form to your landing tab on your Facebook Page to encourage new fans to sign up as well as like your Facebook page.
• Include the link to your form in your email signature.

Drive traffic to your website

Execute inbound marketing activities to drive qualified leads to your website where you can educate them on your area of expertise.

• Create and share content regularly to increase your visibility.
• Learn SEO basics and optimize your website
• Get social and build relationships

Once you have their permission, continue to provide valuable content that is helpful to them. It is a privilege that they gave you something as valuable as their email address. Once you have their permission, do not abuse it.